Embracing Hearts in Rijswijk: A Story of Diversity and the Aroma of Indonesian Coffee Warming the Netherlands

The lively hum of conversation in Indonesian and Dutch blended warmly inside the De Broodfabriek hall in Rijswijk. In one corner, the strong aroma of freshly ground coffee beans evoked memories of home gardens in the homeland. In another, stacks of legendary red snacks sat alongside woven bamboo baskets. Over the weekend of 27–28 June 2026, Indonesia felt far less than the tens of thousands of kilometres away from Europe. Through the Pasar Raya Nusantara 2026 event, the Embassy of the Republic of Indonesia in The Hague successfully brought a slice of tropical warmth to the heart of the Netherlands. Carrying the grand theme ‘Together in One Heart’, this annual festival was not merely an outlet for the diaspora’s nostalgia, but a vibrant stage for cultural diplomacy. Pasar Raya Nusantara 2026 was no ordinary trade fair. The theme carried a profound message of unity in diversity. The philosophy of Bhinneka Tunggal Ika was elegantly translated through the collaboration of various community elements, from the diaspora and students to local Dutch citizens with emotional ties to Indonesia. In his opening remarks, Ambassador L. Amrih Jinangkung emphasised that the event is a vital instrument for strengthening bilateral relations. He noted that cultural wealth and creativity are a universal language capable of bridging differences and tightening the friendship between the two nations. ‘Pasar Raya Nusantara is a means to further strengthen relations between Indonesia and the Netherlands through Indonesia’s cultural wealth and creativity,’ Amrih stated. Over the two-day event, the main stage at De Broodfabriek was never quiet. A total of 22 performers took turns showcasing the artistic riches from various corners of the archipelago, from Aceh, Kalimantan, Sulawesi, and Maluku to Papua. Visitors were taken on a virtual tour of Indonesia through dance and both traditional and modern music. Beyond watching, visitors also actively participated in seven talk show sessions and interactive workshops. Professionals and creative industry players shared insights on culinary potential, handicraft techniques, and investment opportunities in Indonesia’s creative economy sector. Ambassador Amrih noted that a key pillar of Pasar Raya Nusantara 2026 is economic empowerment through Micro, Small, and Medium Enterprises (MSMEs). A total of 38 selected MSME vendors showcased their superior products, ranging from traditional textiles and handicrafts to natural-based beauty products. In the culinary sector, 18 vendors served authentic dishes that became the main attraction, with the aroma of satay, rendang, and Indonesian coffee drawing long queues. The presence of these business players is expected to not only result in on-site retail sales but also open up wider business cooperation opportunities with partners in the Netherlands and Europe. The success of the Indonesian Embassy in The Hague in regularly holding this event demonstrates that the most effective public diplomacy is often conducted through cultural and culinary approaches, or gastrodiplomacy. Pasar Raya Nusantara has transformed into a much-anticipated annual agenda, serving as an emotional bridge connecting the hearts of people in Rijswijk with the rich traditions of the homeland.